I design the moments that determine whether people stay or leave.
Senior Product Designer with 10+ years shaping onboarding, conversion, and product systems. I use data and AI to move faster without outsourcing judgment.
(1) Friction is evidence, not automatically failure. Understand what it protects before removing it.
(2) Design is accountable to the business, not to itself. Shipping is a checkpoint, not the finish line.
(3) Honest tradeoffs beat polished case studies. Organizational constraints are part of the work, not an excuse around it.
(4) Ownership continues through implementation and measurement, including when the metric does not move.
Selected work
Four product decisions, from friction to shipped outcome
Bewatec: ConnectedCare
Built an accessible patient-app foundation under a hard research constraint: staff proxies, no direct patient access before launch.
Reported post-launch: +30% downloads · 4.4 rating
Bewatec: Digital Admission
Re-sequenced paper-heavy hospital intake around patient readiness while preserving required forms, consent, and partner configuration.
Pilot: 600+ admissions · ~8 min nurse time saved
Vodafone
Aligned six product squads around one modular in-app purchase journey during lockdown, without claiming reach as usage.
Reported launch: +19% conversion · −44% steps
Pets Deli
Led conversion design across the funnel, working with Product, Engineering, and CRO from diagnosis through experiment review.
Three funnel breaks diagnosed · CRO process established
Insights
View all →- I Built a Design Skill Because AI Keeps Getting Y2K WrongWhy I built an open-source design skill that gives coding agents real Y2K art direction instead of another texture pack.
- I Built a Map Generator Because I Like MapsWhat a small cartography side project taught me about making focused tools, learning by building, and stopping before the idea becomes a product roadmap.
- What Overwatch's Battle Pass redesign gets right about progressionBlizzard broke a single 100-tier bar into modular, navigable tracks. What that decision actually costs, and when it is worth making in your own product.
I write too
Read on Medium →Design to code without handoff
How I use Claude Code to let designers ship components directly: no engineer handoff, no lost intent.
Conversational AI is not a chat box
Designing assistants that feel natural: streaming responses, context awareness, and the details that make AI interactions human.
I Built a Small AI Bot Family Instead of One Giant Assistant
How I used routers, regex, cheap models, and a slightly overprotective orchestrator to build personal agents that actually do things.
No le supliqué a Claude Code que me hiciese un portfolio…
How Claude Code helped me ship this portfolio. I kept the direction, the context, and the final call. It carried the execution.
I'm Diego, an AI-Native Senior Product Designer based in Berlin. I work across UX strategy, conversion optimization, data-driven design, and AI in design.
More about me →What people say
"Working with Diego is a real pleasure. His discovery phases are excellent: structured, insightful, and focused on finding the right fit between user needs and business goals. He asks the right questions and helps the team identify and design for the users who matter most."
"Hey Diego, just wanted to say good job on the Figma designs, pretty straightforward and well designed, makes my life catching up with all the features much much more easier!"
"I had the pleasure of working with Diego on several digital projects. His talent for UX and product design was key to their success, always going beyond to ensure an exceptional experience."
"We just started to work closely together and I found it really impressive how efficient we have been in our discovery workshop, you having the wonderful prototype ready next day and organizing the user testing so quickly."
"Diego's research on the LDK project was outstanding. He conducted user interviews, ran workshops, and turned findings into actionable design decisions that shaped the product."
"Diego demonstrated excellent skills in UX design, from research to high-fidelity prototyping. He has a great sense of aesthetics and pays great attention to detail. Besides his skills, I really appreciated his open and collaborative way of working."
Looking for a designer who owns the problem, not just the deliverable.
Available for full-time roles in product-led teams where experimentation drives decisions.
